How a small film studio uses Facebook data to compete with Hollywood’s heavyweights

MARINA DEL REY, Calif. — One of Hollywood’s youngest and smallest film studios is holding its own against the big conglomerates by taking a fresh approach to movie marketing, and that has increasingly put the company in close partnership with Facebook. STX Entertainment, the three-year-old studio behind “Bad Moms,” “The Boy” and “The Gift,” is working with Facebook to iterate and brainstorm marketing strategies for the dramatic and fast-changing landscape of film marketing, according to Amy Elkins, senior vice president of media and marketing innovation at the studio’s motion picture group.

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